... of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format. © 2026 Emerald Publishing Limited 2026 Emerald Publishing Limited Licensed re-use rights only Branding Corporate social responsibility Reputation Status...

... and places the articles in context. Findings This paper identifies how social media marketing can influence electronic word-of-mouth, and thus impact the brand awareness and image of tourist destinations. Originality/value The briefing saves busy executives, strategists and researchers hours...

... trends and preferences. Especially with the advancements in technology, consumers’ needs have become more diverse as they have access to more options. While this can present opportunities for the organization, it can also be a challenge if the business is unsure how to manage these expectations. Brands...

... and places the articles in context. Findings Innovation and branding activities provide the foundation for different strategic positions. Firms that consider resource availability and market conditions can determine an ideal blend of these respective dimensions to optimize value delivered to consumers...

... and places the articles in context. Findings Many luxury brands deploy brand extension strategies to add fragrances to their product portfolio. To succeed, firms must ensure a close fit between parent brand and extension so that the brand quality remains consistent. It is equally imperative...

... ”, International Marketing Review , Vol. 34 No. 1 , pp. 138 - 158 , doi: 10.1108/IMR-12-2015-0292 . Marketing strategies Cross-border acquisitions Branding Emerging market firms Merger and acquisitions (M&As) involving foreign firms is one of the many consequences of globalization...

... and places the articles in context. Findings – Many people believe that the key to successful marketing is control. Control over brand, control over communications and control over activities. It is hard to imagine Apple opening up its hardware or software to customers so that they could create...

... clubs in terms of their agreement. As such, the authors decided to look at these three catalysts in some depth: In their article “Long gone the glory days: Is branding of any help? The case of formerly successful European football teams”, authors Richelieu and Lessard (2014) look at the mighty...

... and places the articles in context. Findings – Smartphone-user figures worldwide are approaching the two billion mark. Yet there has been little research into the way the design of mobile applications might affect the behavior of consumers. This piece redresses the balance, identifying key branding...

... brands of cigarettes or chocolate bars, everyone involved in understanding the how and the why of selling goods have been fascinated by a seemingly impenetrable phenomenon. Practical implications – The paper provides strategic insights and practical thinking that have influenced some of the world’s...

... impartial comments and places the articles in context. Findings What is the best brand in the world? Notice the question is not the biggest, so it is not necessarily Coca‐Cola, Ford or IBM. And it requires true global reach, so even the sleek machines Apple charges premium process...

... but BA remains caught between traditionalism and global diversity, symbolized by the tail fins which are still around on many planes. BA would argue that they did everything right according to the corporate branding model which calls for vision, culture and image. The problem was that these elements...

... The world is dominated by brands. Almost everywhere we look and in most things we do, brands touch upon and influence our lives. According to Rita Clifton – Chairman of the world’s leading brand consultancy Interbrand – brands are one of the most stable of corporate assets, “demonstrably the most...

... into the press conference hanging from a helicopter promising to save Australians from their money‐grabbing mobile contractors. For this wily UK entrepreneur, publicity stunts and, for that matter, brand extensions have become a way of life. 1. Understand your brand implicitly When Yamaha launched its...

... Branding has been one of the hottest business topics over the past few years. Add to that the Internet’s explosive growth, and we begin to identify new business challenges arising out of the intersection of these two forces. There are many new opportunities to consider: from start‐ups to pure dot...